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Inside the Global Journey of Coke's FIFA World Cup Anthem

Last year, Coca-Cola set out to bring the music of Brazil to the
world. Now, with the start of the 2014 FIFA World Cup just weeks away, the
brand is bringing the music of the world back to Brazil in the form of an inspiring
song that channels the host country’s culture and salutes the spirit
of what promises to be the world’s most inclusive event.

“The World is Ours” launched in June 2013 as a Portuguese song, titled
“Todo Mundo” by Brazilian singer Gaby Amarantos. A few months later, Coke
introduced the song as its global FIFA World Cup anthem with English lyrics
sung by Brazilian-born singer David Correy and the
samba, baile funk and technobrega rhythms of Rio-based percussion group
Monobloco.

What began as a sonic love letter to Brazil has morphed into a
truly global anthem featuring a multicultural mashup of languages, instruments
and genres. Since September, “The World is Ours” has traveled with the FIFA
World Cup Trophy Tour, covering 92,000 miles and reaching 90 countries, with
Correy performing live at dozens of stops.

David Correy shooting the music video for 'The World Is Ours.'

Meanwhile, 120 musicians and producers along the route have
recorded 24 local versions of the song in 22 languages, logging 300 hours of
studio time. The interpretations will reach more than 175 countries. Check out a mashup of the international versions above, or by clicking here.

“‘The World is Ours’ has more stamps in its passport than any
other song out there,” said Joe Belliotti, Coke’s head of global music
marketing. “The world has put its fingerprints on this anthem, which has taken
different shapes with each interpretation.”

Coca-Cola teams around the world identified regional artists who
would be a good match for the song and spirit of the brand’s “World’s Cup”
campaign. The versions feature a mix of established and emerging talent.

“We worked with the markets to make sure, musically and
creatively, there was an interesting fit,” Belliotti adds. “From David, to the singers
we worked with in Kenya and Thailand and everywhere in between, every artist
and every version of the song embody happiness and inclusion.”

Correy was only in the studio for a few of the sessions, including
a duet with
Carlos Vives of Colombia. “That one was so real, so raw,” he recalls. “It felt like we’d
known each other for years.”

The other collaborations were virtual. “The artists had the
opportunity to study the song on their own and put their authentic stamp on
it,” Correy adds. “I love being surprised with each version I hear for the
first time… each one breathes new life into this song and message.”

Belliotti adds, “We weren’t prescriptive with our brief. We wanted
the artists to be inspired and let their creativity flow, so they had a lot of
freedom in the studio. They could choose which parts of the song to translate,
for example. We did want all versions to feature the global anthem’s Brazilian
rhythms, but encouraged them to add local flavor. For example, the Middle East version layers amazing traditional instruments on top of Brazilian
drums.”

Correy says these last nine months have helped him grow as an
artist, and given him a more worldly perspective.

“I never thought I’d have the chance to collaborate with an
Indonesian artist, for example,” he said. “This journey has been a dream come true.”

American singer-songwriter Aloe Blacc added a new vocal melody and
lyrics to a new mashup of the
anthem, too. He performed the track live with Correy for the first time a few
weeks ago at the FIFA World Cup Trophy Tour concert in Los Angeles. They were
joined on stage by Puerto Rican artist Wisin, who contributed to the local version of the anthem in
Mexico.
The song, which will be part of the official 2014 FIFA World Cup Album
releasing on May 13, can be streamed on Spotify here or
downloaded on iTunes here.

The international versions of “The World is Ours” will be featured in
local TV commercials, digital programs and other local campaigns leading up to
and during the FIFA World Cup. Many are off to a fast start on YouTube,
including interpretations from Indonesia (almost 3.8 million views) and the
Middle East (over 3.2 million views with over 1 million views in its first 24
hours online).

TheCoca-ColaCompany(NYSE: KO) is the
world's largest beverage company, refreshing consumers with more than 500
sparkling and stillbrands. Led
byCoca-Cola, one of the
world's most valuable and recognizable brands, our Company's portfolio features
20 billion-dollar brands including, Diet
Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid,
Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No.
1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice
drinks. Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy ourbeveragesat a rate of 1.9 billion servings a day. With an enduring
commitment to building sustainable communities, our Company is focused on
initiatives that reduce our environmental footprint, support active,healthy living, create a safe, inclusive
work environment for our associates, and enhance the economic development of
the communities where we operate. Together with our bottling partners, we
rank among the world's top 10 private employers with more than 700,000 system
associates.